Amazon Launches 30-Minute “Ultra-Fast Delivery” Pilot Program in the United States
Amazon has begun testing a new “ultra-fast” delivery program in Seattle and Philadelphia, aiming to deliver orders within 30 minutes or less as the company seeks to strengthen its position in the fast-growing quick-commerce market
Amazon has begun testing a new “ultra-fast” delivery program in Seattle and Philadelphia, aiming to deliver orders within 30 minutes or less as the company seeks to strengthen its position in the fast-growing quick-commerce market. The pilot represents Amazon’s most ambitious move yet into a space historically dominated by platforms like DoorDash, Uber Eats, Instacart, Gopuff, and Jokr.
With this service, customers can order a wide range of essential items such as fresh produce, dairy products, electronics, over-the-counter medicines, pet supplies, snacks, cosmetics, and seasonal goods. Prime members will be able to access this new delivery speed for $3.99, while non-Prime users will pay $13.99. Orders under $15 will also incur a $1.99 small-basket fee, mirroring pricing trends across the instant-delivery market.
Smaller and Smarter Fulfillment Centers
According to Amazon, the service relies on new micro-fulfillment centers designed for hyper-efficient picking and packing. These compact, localized warehouses are strategically positioned in dense urban areas to minimize delivery distances and allow couriers to make deliveries at record speeds.
In a company blog post, Amazon stated: “This model prioritizes the safety of employees picking orders, reduces the distance delivery partners need to travel, and enables faster fulfillment.”
Industry analysts say Amazon has been shifting from traditional large-scale fulfillment centers to a more compact network of facilities under 15,000 square feet. According to research by LogisticsIQ, adoption of micro-fulfillment solutions is expected to grow 30% annually through 2030 as retailers race to meet consumers’ expectations for near-instant delivery.
“Amazon Ultra-Fast” Was Launched in the UAE in October
The 30-minute delivery offering follows Amazon’s launch of the “Amazon Ultra-Fast” service in the United Arab Emirates in October, where some customers received their orders in as little as six minutes. The company is also testing rapid grocery delivery in major European cities such as London, Milan, and Madrid seen as a response to the rise of dark-store models.
Meanwhile, competitors like Walmart and Target are aggressively expanding their own quick-delivery programs. Walmart is scaling its Express Delivery service (under 60 minutes), while Target recently announced a partnership to integrate Shipt’s fastest delivery tier into its Drive Up program.
A Strategic Shift After Prime Now
This new initiative is considered the natural successor to Prime Now, the one-hour delivery service Amazon launched in 2014 and discontinued in 2021. All rapid-delivery features are now being integrated directly into Amazon’s main app a strategy analysts say enhances customer experience and strengthens Amazon’s logistics ecosystem.
In June, the company announced it would invest more than $4 billion to triple the size of its delivery network by 2026. Part of this investment includes automation, expanded last-mile hubs, and electric delivery vehicles to accelerate urban fulfillment.
Customers Can Already Try the Service
Users in Seattle and Philadelphia can check whether 30-minute delivery is available in their area by looking for the “30-Minute Delivery” option in the Amazon app’s navigation bar. After placing an order, customers can track their delivery in real time and tip drivers digitally.
Quick Commerce Becomes the New Battleground
As U.S. consumers increasingly expect same-day or even same-hour delivery, Amazon’s pilot program signals a major shift in the retail landscape. According to McKinsey, nearly 50% of U.S. consumers see “ultra-fast delivery” as a decisive factor when purchasing everyday goods.
If the pilot succeeds, analysts predict Amazon will roll out 30-minute delivery to at least 10 more cities by the end of 2026 positioning the company as one of the strongest players in the rapidly expanding quick-commerce market.